For this annual report, the objectives were to support the Starbucks image of continual innovation as well as consistent, dependable appearance; educate shareholders about the company’s basic principles; and maintain budgetary and environmental responsibility. We added more warmth and color to the report to more closely emulate Starbucks’ lively personality, and also reused the main elements of previous annual reports: the front cover logo (reusing the existing die), kraft paper, coffee sticker closure, and the mission statement (including placement). Recycled and recyclable stock and soy-based inks were also used.